10/14/16. CS5340 Human-Computer Interaction. October 12, Today. Data Analysis Lab Hot Topics Personas Research Paper

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1 CS5340 Human-Computer Interaction October 12, 2016 Data Analysis Lab Hot Topics Personas Research Paper Today 1

2 Lab 2: Data Analysis In teams Start creating an affinity diagram to describe Boston residents experiences with the housing market & government services Cut out quotes that represent one idea, feeling, opinion, etc. Observe other teams analysis ½ of your team will visit another team and observe their analysis Pay particular attention to the 3 types of goals (experience, end, life) Emergent behavioral variables & variation Report back what was learned (empirically, methodologically) Lab 2: Data Analysis Team pairings: data sharing Teams 1 & 2 Teams 3 & 7 Teams 4, 5 & 6 2

3 Remember Normal to feel overwhelmed More than one way to build affinity Goal: reveal new & useful design insights Go beyond surface-level themes E.g. Likes/dislikes, basic discussion of a feature/place/thing No one owns the wall Collaborative building Shlomo Goltz 3

4 Shlomo Goltz Shlomo Goltz 4

5 Personas: History The Inmates Are Running the Asylum, Alan Cooper (1998) 1 chapter à huge impact on sofware design industry Power + effectiveness Based on experiences as a software inventor, architectural consultant and the design consulting work Kathy a key informant interviewed while beginning planning work for software development project project management program Successful; became model for Microsoft Project Personas: History As I walked, I would engage myself in a dialogue, play-acting a project manager, loosely based on Kathy, requesting functions and behavior from my program. I often found myself deep in those dialogues, speaking aloud, and gesturing with my arms. Some of the golfers were taken aback by my unexpected presence and unusual behavior, but that didn t bother me because I found that this play-acting technique was remarkably effective for cutting through complex design questions of functionality and interaction, allowing me to clearly see what was necessary and unnecessary and, more importantly, to differentiate between what was used frequently and what was needed only infrequently. 5

6 Later Personas: History A project with Sargeant Technologies Where Alan Cooper was no longer the developer Had to communicate insights learned from interviews to dev team Personas: History Technique perfected at Cooper Design Counseled to keep a secret Personas were so simple, clear, and powerful that it seemed only a matter of time before other practitioners discovered the technique for themselves. When this happened, I would lose my competitive advantage anyway, but if I disclosed what I knew about personas, at least I could receive some credit for contributions to an industry that I loved. This is what prompted me to write about personas in Inmates. 6

7 Personas: Criticism Forget about personas. - Don Norman We don t use personas. We use ourselves. - 37signals What is actionable about a persona? - Robert Hoekman Jr Personas are user-centered bull****. - Steve Portigal Elizabeth Bacon & Steve Calde Catalyze, July 23, 2008 Personas: Criticism Personas are fluffy! Personas are expensive! Personas don t design my product for me; they aren t actionable Personas really cramp my style; I just want to design what I like How is understanding today s users going to help me innovate a new product? Elizabeth Bacon & Steve Calde Catalyze, July 23,

8 Personas: Criticism Hard to determine whether personas have been developed using real data and if so, how many users each persona reflects Hard to judge generalizability/applicability of persona to target user populations Curse of dimensionality As the specificity of a persona increases (i.e., its number of features, or dimensionality), the proportion of the population that it represents decreases Chapman, C. N., & Milham, R. P. (2006, October). The personas' new clothes: methodological and practical arguments against a popular method. In Proceedings of the human factors and ergonomics society annual meeting (Vol. 50, No. 5, pp ). SAGE Publications. Personas: Criticism Cannot be sufficiently verified How can we determine if personas are accurate? No demonstrable validity How ensure that personas are applied appropriately? When transferred between and across teams Ensure correct inferences are made? Chapman, C. N., & Milham, R. P. (2006, October). The personas' new clothes: methodological and practical arguments against a popular method. In Proceedings of the human factors and ergonomics society annual meeting (Vol. 50, No. 5, pp ). SAGE Publications. 8

9 Why Use Personas? Build empathy Develop focus Set priorities Support brainstorming Imagine what could engage users & what might offend or cause distrust Determine if a single UI is sufficient or if multiple are needed Communicate findings & form consensus Make and defend decisions Choosing amongst design alternatives Measure effectiveness How And Why Do Personas Work? Personas are leverage and activate core human abilities: Narrative practice Ability to create, share and hear stories. Concrete thinking People often relate better to and remember tangible examples, rather than abstractions. Theory of mind (folk psychology, philosophy) Ability to predict another person s behavior by understanding their mental state. Empathy Ability to understand, relate to and even share the feelings of other specific people. Experience-taking Ability to have the emotions, thoughts, beliefs and internal responses of a fictional character when reading or watching a story. 9

10 Are Persons Effective? Much anecdotal evidence from design leaders Little empirical evaluation through using personas, designs with superior usability characteristics were produced using personas provides a significant advantage during the research and conceptualisation stages of the design process Long, F (2009) 'Real or Imaginary; The effectiveness of using personas in product design', Proceedings of the Irish Ergonomics Society Annual Conference, May 2009, pp1-10 Dublin. InstanceEndEditable Lean UX approach Empathy Maps quickly document user needs, visually like personas, provide insights into users challenges and areas for design to make a difference Work best when based on real data 10

11 Empathy Maps 4 quadrants (per user group) Say: What are key words or quotes that help define what your user has communicated? Thoughts: what is the user thinking? Beliefs? Do: What behaviors or actions were observed or described? Feel: What emotions was the user expressing or describing? Also Problems: pain points Goals: what the user wants to achieve/accomplish The user needs a way to because. Empathy Maps 11

12 Empathy Maps How differ from Cooper personas? Photo credit: Event Model Generation From Affinity Diagramming to Personas Step 1: Grouping by roles/archetypes themes in data that highlight broad user groupings Step 2: Identify behavioral variables themes Activities, Attitudes, Aptitudes, Motivations, Skills Subcategories can represent points on variable spectrum 12

13 From Affinity Diagramming to Personas Step 3: Map interview subjects to variables Review analysis & transcripts Step 4: Identify significant behavior patterns Go beyond superfluous patterns analysis to examine how variables relate Step 5: Synthesize characteristics and define goals By data to identify experience/end/life goals & relevant contextual, attitudinal etc. factors From Affinity Diagramming to Personas Step 6: Check for redundancy & completeness Gaps? Important findings from analysis not represented in personas? Need to collect more data? Step 7: Designate persona types Primary: what was most thoroughly represented in your data? Step 8: Expand description Details should come directly from your analysis 13

14 Cooper Personas Image: Smashing Magazine 14

15 Cooper Personas Image: Cooper.com Image: Vijay Kumar 15

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18 Personas: Common Features name demographic information descriptive title (role/archetype) quote a day-in-the-life narrative / personal story end goals (explicit and tacit) photograph 18

19 Gamma: illustration Beta: photograph The Gamma group were less enthusiastic (than the Beta group) about using the persona and through discussion it became clear that they did not empathise with 'Marie' to the same extent as the Beta group did. The group discussed the fact that their persona was represented by an illustration and therefore was obviously not a real person The students also discussed how the illustrated image of the persona made them feel that they could pick and choose from her characteristics and even superimpose their own additional features and information onto her character. Long, F (2009) 'Real or Imaginary; The effectiveness of using personas in product design', Proceedings of the Irish Ergonomics Society Annual Conference, May 2009, pp1-10 Dublin. 19

20 Remember Keep # of personas small Base personas on real data Provisional personas can be used temporarily but goal is to get to data-grounded personas For Next Week Lab 2 reflection Due Friday 10/14, 6pm Read IDEO Brainstorming Rules Design, Prototyping & Construction (PSR CH11). Rettig (on Blackboard). Rubin & Chisnell Ch 9 on Blackboard. Research Paper Circles Design: Paper Prototyping Dow et al. 20